The short version

Ben Thompson predicted on May 21, 2024: “Thompson argues that AI assistants will eventually replace traditional search — and this isn't a crisis but an improvement.” Verdict: Still evolving. As of mid-2026, AI assistants are integrated into search and taking some traffic, but traditional Google Search remains dominant. 'Destroy' is a strong word, and the full replacement has not occurred,…

Prediction by

Ben Thompson

On May 21, 2024

“Thompson argues that AI assistants will eventually replace traditional search — and this isn't a crisis but an improvement.”

Follow-up

As of mid-2026, AI assistants are integrated into search and taking some traffic, but traditional Google Search remains dominant. 'Destroy' is a strong word, and the full replacement has not occurred, but the trend is in motion.

From the High Caliber AI network — see the AI for PR module in the course.